Scuba Luv Maui

What Scuba Luv Maui does

Scuba Luv Maui is a family-owned scuba diving service and instruction company operating from Kihei and Makena on the island of Maui, Hawaii. The company delivers guided reef dives, night dives, couples dives, scooter (DPV) specialty dives, and wreck dives, alongside two-tank boat dive packages to Molokini Crater, Lanai/Cathedrals, and the Carthaginian wreck, for which it acts as a booking agent for multiple third-party boat operators. It also offers PADI, NAUI, and SDI-integrated certification pathways from introductory dives through Divemaster, and sells related equipment and retail services on-site.

The business is built on long-tenured instructor credentials (PADI Course Director lineage) and a multi-generational "ohana" brand identity dating to 1976 in Thousand Oaks, California, with six consecutive TripAdvisor Certificates of Excellence (2014-2019). The revenue model is primarily transaction-based, with per-diver unit pricing ($169-$499), boat dive commissions via agency relationships, equipment rentals, one-time certification fees, and modest retail hardware sales. Customer acquisition relies on direct-to-consumer channels: the company website, TripAdvisor listings, an active Facebook page, and a long-running "Critter of the Week" newsletter, supplemented by on-site presence at Mana Kai Resort and Makena Beach Resort.

The company operates with 1-10 employees and is co-owned by Diana Madaras and Tim Madaras Rollo, who also operate sister company Tiny Bubbles Scuba. Following founder Steve Madaras's passing in 2020, operations continued under family ownership. The company is a privately held Hawaii-based tourism services business with no external institutional capital, no parent company, and no disclosed expansion beyond the Maui market.

Name

Scuba Luv Maui

Legal name

Scuba Luv Maui

Website

https://scubaluvmaui.com

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

1–10 employees

Short description

Scuba Luv Maui is a family-owned scuba diving tour and PADI/NAUI certification company operating from Kihei and Makena, Maui, serving Hawaii tourists with guided reef dives, boat dives, DPV scooter specialties, and full certification pathways.

Ownership category

akta.pro rank

Product category

Scuba Diving Tours and Instruction

NAICS

Scenic and Sightseeing Transportation, Water (487210), Tour Operators (561520)

SIC

Water Transportation (4400), Services-Miscellaneous Equipment Rental & Leasing (7350)

akta.pro primary industry

Dive Centers & Scuba Training (PADI/SSI, certifications) (THAAAIAA)

akta.pro secondary industries

Scuba Diving & Freediving Centers (Training, Guided Dives) (THAAAKAD), Diving Experiences (Scuba Dives, Dive Trips, PADI/SSI Courses) (THAJAJAD), Dive & Snorkel Guides / Dive Masters (Boat-Based & Shore-Based) (THAAALAC), Dive & Snorkel Equipment Rental, Retail & Boat Services (compressors, gear hire) (THAAAIAL)

Keywords

• Scuba diving tours
• Scuba certification courses
• Underwater scooter dives
• Guided reef diving
• Maui dive boat trips

Headquarters

HQ city

Kihei

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Scuba Diving Tours: Guided scuba beach dives and boat dives for certified divers and beginners. Includes full scuba/snorkel gear and underwater photos available.
2. Dive Certifications: PADI and NAUI certification courses at all levels including Open Water, Advanced Open Water, Rescue Diver, Divemaster, and various specialty certifications.
3. Equipment Rentals: Rental gear, scooter rental, camera rental, and kayak rental services for divers.
4. Boat Diving Services: Two-tank boat dives to Molokini Crater, Lanai, and wreck sites. The company acts as a booking agent for multiple dive boat operators.
5. Retail Sales and Service: Retail scuba equipment sales and service available on-site.
6. International Dive Travel: International dive trips to destinations such as Fiji and Beqa Lagoon.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Scuba Luv Maui offers guided scuba beach dives, scooter (DPV) dives, and boat diving trips off West and South Maui including Molokini Crater and Lana'i. The company provides PADI and NAUI scuba certification courses at all levels from introductory dives through Divemaster, with eLearning options for academic work. All activities include full scuba/snorkel gear with no upsells, and additional services include equipment rentals, retail sales, and international dive travel.

Product overview

Scuba Luv Maui is a scuba diving service company offering a comprehensive portfolio of diving experiences and certifications from its operations at Mana Kai Resort in Kihei and Makena Beach Resort in Makena, Maui. The company provides a single integrated service delivery platform encompassing: (1) Scuba certification programs through both PADI and NAUI agencies, ranging from introductory/first-time dives through professional-level Divemaster and Instructor training; (2) Guided diving experiences including reef dives, night dives, couples dives, and specialty wreck dives; (3) Unique DPV (Diver Propulsion Vehicle) scooter diving experiences and certification; (4) Two-tank boat dives to destinations including Molokini Crater, Lanai's Cathedrals, and the Carthaginian wreck; and (5) Retail equipment sales and service. The company integrates with PADI and SDI eLearning platforms for academic coursework, and serves divers across all certification levels with eLearning options for academic portions of certification courses.

Differentiator

Problem solved

Functional benefit

Products and services

• Introductory Dive First-time scuba experience for non-certified divers with no prior experience necessary. Includes full scuba and snorkel gear. Priced based on two divers with a $50 single-diver surcharge. Introduces new customers to scuba diving in Maui.
• PADI Open Water Certification Entry-level scuba diving certification program that teaches fundamental diving skills, theory, and safety procedures. Academic sessions can be completed via PADI eLearning. For aspiring divers seeking basic scuba certification.
• NAUI Scuba Diver Certification Entry-level scuba certification through NAUI providing foundational diving education and skills as an alternative to PADI certification.
• Advanced Open Water Certification Intermediate certification building on Open Water training, featuring deep diving, navigation, and other specialty dives. Boat dive cost is $199 based on two divers with $50 single-diver surcharge.
• Rescue Diver Course Intermediate-level course focusing on diver safety, emergency prevention, and management of dive emergencies. Cost is $499 including snorkel gear, scuba gear, wetsuits, in-water training, and certification card fees. CPR and First Aid courses available. Private courses add $150. Two-person minimum.
• Divemaster Program Professional-level PADI training program that serves as the first step in becoming a dive leader, focusing on mentorship and leadership development.
• Scooter Specialty (DPV) Course PADI specialty certification teaching the use of Diver Propulsion Vehicles (underwater scooters). Course includes hands-free scooter operation, navigation, and maintenance. Cost is $449 including snorkel and scuba gear, use of scooters, two training dives, manual, DVD, and PADI certification card. Minimum age 12. Depths 40-60 feet.
• PADI Scuba Specialties Various specialty dive certifications including Underwater Photo (2 dives), Night Diver (3), Deep Diver (4), Wreck Diver (4), Enriched Air (2), Underwater Naturalist (2), DPV (2), Peak Performance Buoyancy (2), and Kayak Diver. Priced at $199 per dive plus additional fees.
• Guided Reef Dive Guided beach dive experience exploring Maui's reef ecosystems with professional dive guides. Includes full scuba/snorkel gear.
• Night Dive Underwater diving experience after dark, offering the opportunity to observe nocturnal marine life and different reef behaviors.
• Couples Dive Guided diving experience designed for couples, exploring reef dive sites together with professional guidance.
• Superman Dive Scooter dive experience featuring underwater scooter tours where divers fly through the water using hands-free DPV equipment.
• WW II Wreck Dive Scooter dive exploring World War II wreck sites, accessible using DPV equipment.
• St. Anthony Wreck Dive Scooter dive exploring the St. Anthony shipwreck, utilizing underwater scooter transportation.
• Two Tank Boat Dives Boat-based diving experiences including trips to Molokini Crater (from Kihei at $229 or Maalaea at $219), the wreck of the Carthaginian (100' dive, $219), and Lanai and The Cathedrals ($269). Snorkelers welcome at $169. The company acts as a booking agent for multiple dive boat operators.
• Dive Packages Bundled scuba diving experiences offering discounted rates for multiple dives or combined services.
• International Dive Travel International dive trip offerings including Fiji and Beqa Lagoon adventures.
• Retail Sales & Service Scuba equipment retail sales and repair services for customers' personal diving gear.
• Equipment Rentals Rental gear at $40/day, scooter rental at $40/day, camera rental at $40/day, and kayak rental at $50 for divers.
• PADI Open Water Referral Certification program for students who completed academic coursework elsewhere and need to complete the water skills portion in Maui.
• NAUI Universal Referral NAUI certification referral program for completing water skills portion after academic work is done elsewhere.
• Refresher Course Dive Review course for certified divers who haven't dived recently, covering essential skills and safety procedures.

Quantifiable outcome

• 40+ years of continuous operation under the Scuba Luv brand
• +1 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• Maui Mooring CompanycoreStrategic or Co-development PartnerAffiliated organization operating in Hawaii. Maui Mooring Company is a separate entity that handles moorings and is referenced for community service initiatives. Steve Madaras is President of the Catalina Mooring Project, a non-profit organization dedicated to preserving the marine environment.
• Tiny Bubbles ScubacoreStrategic or Co-development PartnerSister company owned/operated by Tim Madaras. Enables divers to experience diving on all sides of the island while staying close to their hotel. Tim operates Tiny Bubbles Scuba separately, allowing Scuba Luv Maui to offer diving experiences across the entire island.
• PADI (Professional Association of Diving Instructors)coreOthersAuthorized PADI Resort #21004 offering PADI certification courses at all levels including Open Water, Advanced Open Water, Rescue Diver, Divemaster, and specialty courses. Also participates in PADI eLearning programs.
• NAUI (National Association of Underwater Instructors)minorOthersNAUI Resort status. Offers NAUI Scuba Diver and NAUI Universal Referral dive programs alongside PADI certifications.
• Various Dive Boat OperatorsminorChannel Partner/ Reseller/ DistributorScuba Luv Maui acts as a booking agent for multiple dive boat operators. This enables them to offer diverse diving options as they are not limited to one boat going to the same location every day. Boats operate from Maalaea Harbor and Kihei.

Scale indicators2 records

Recent moves9 records

Expansion highlights4 records

Direct peers

• Lahaina Divers: Established Maui dive operator offering Molokini and Lanai boat dives plus PADI certifications; comparable in product, target customer, and PADI resort positioning, though based in West Maui.
• Bubbles Below Scuba Charters: Maui-based dive charter focused on small-group personalized dives, with similar customer experience philosophy to Scuba Luv's "no upsell" small-group positioning.
• Maui Diving Scuba Center: Long-running PADI Five Star dive shop in Lahaina offering boat dives, shore dives, and PADI certifications across Maui. Directly comparable in offering PADI courses, boat and shore dive trips, and serving Maui tourists.
• Tiny Bubbles Scuba: Operated by Scuba Luv co-owner Tim Madaras, Tiny Bubbles Scuba is a sister dive operation that runs guided dives and certifications on other parts of Maui. It is the closest direct peer in product, geography, and ownership lineage.
• Extended Horizons Scuba Maui: Kihei-based dive operator offering guided dives, PADI certifications, and boat dive packages. Closely comparable in product mix, Maui geography, and tourist customer base.

Broad incumbents

• Atlantis Submarines Maui: Larger Hawaii-wide operator offering submarine-style underwater sightseeing tours. Comparable as a paid underwater tourist experience on Maui, but a much larger, multi-island incumbent with a different delivery model.
• Trilogy Excursions: Larger, established Maui operator offering sailing/snorkeling/diving combo trips to Molokini and Lanai. Comparable in serving Maui tourists with water-based activities but at much greater scale and broader product mix.

Regional players

• Reef Scavengers (Maui): Maui dive operator offering guided reef dives and certifications. Comparable in product type and Maui tourist target market but a different size and operating model.
• Honolulu Scuba Company: Oahu-based dive operator offering PADI/SDI certifications, boat and shore dives, and scooter/DPV experiences. Comparable as a Hawaii-based dive shop with similar PADI course offerings and scooter specialty curriculum.
• Jack's Diving Locker (Big Island): Long-established PADI Five Star IDC center on Hawaii Island offering dive training, boat dives, and retail. Highly comparable in business model, PADI Resort credentials, and small-shop ohana culture, though located on a different island.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/pages/SCUBA-LUV-MAUI/311137435849
• LinkedInlinkedin.com/company/scuba-luv-maui

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Scuba Luv Maui